Introducing the feature of “Buy Again” or “Order Again” is a common practice for online platforms to facilitate consumer repurchases. Although the adoption of these features can cultivate consumers' dependence on focal products and promote habitual purchases, it potentially hinders the promotion of new products and reduces consumer choice diversity. This raises a broader issue of how to inhibit habitual decision-making, rendering exploring the underlying mechanisms for inhibiting habitual decision-making essential, a topic largely overlooked by previous literature. To address this gap, this research explores how decision-related new information, namely Bayesian updating information, influences consumers' repeated decision-making. Utilizing the paradigm of Monty Hall dilemma, the findings show that Bayesian updating information curtails habitual decisions by encouraging consumers to choose alternative options in both scenarios in which the initial choices are self-decided or given by default. Applying the HDDM (hierarchical drift-diffusion model), the results indicate that, in both scenarios, Bayesian updating information reduces consumers' status quo bias, i.e., mitigates their initial preferences for initial choices, and facilitates the accumulation of evidence for changing initial choices. Notably, when the initial choices are self-decided, consumers with Bayesian updating information tend to seek more evidence to make decisions than those without it, while this trend is not observed when the initial choices are given by default. These findings deepen our understanding of online repeated decision-making and provide valuable insights into the design of decision support systems to discourage consumers' habitual decisions and enhance their choice diversity in online shopping.

中文翻译：

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是时候做出改变了！将嵌入现状的用户从习惯性决策中连根拔起


引入“再次购买”或“再次订购”功能是在线平台的常见做法，以促进消费者的回购。尽管采用这些功能可以培养消费者对重点产品的依赖并促进习惯性购买，但它可能会阻碍新产品的推广并减少消费者选择的多样性。这提出了一个更广泛的问题，即如何抑制习惯性决策，使得探索抑制习惯性决策的潜在机制变得至关重要，这是一个在很大程度上被以前的文献忽视的话题。为了解决这一差距，本研究探讨了与决策相关的新信息，即贝叶斯更新信息，如何影响消费者的重复决策。利用 Monty Hall 困境的范式，研究结果表明，贝叶斯更新信息通过鼓励消费者在初始选择是自我决定或默认给出的两种情况下选择替代选项来减少习惯性决策。应用 HDDM （分层漂移-扩散模型），结果表明，在这两种情况下，贝叶斯更新信息都减少了消费者的现状偏差，即减轻了他们对初始选择的初始偏好，并促进了改变初始选择的证据积累。值得注意的是，当初始选择是自行决定的时，具有贝叶斯更新信息的消费者往往比没有贝叶斯更新信息的消费者寻求更多的证据来做出决策，而当默认给出初始选择时，则不会观察到这种趋势。 这些发现加深了我们对在线重复决策的理解，并为决策支持系统的设计提供了有价值的见解，以阻止消费者的习惯性决策并增强他们在网上购物中的选择多样性。